Aaron's, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Atlanta, GA, Aaron's, Inc, is a lease-to-own retailer primarily focusing on furniture and appliances. The company operates under the names Aaron's and Rimco and is segmented into three main divisions; sales and lease ownership, corporate furnishings, and manufacturing.
|Main Telephone||(678) 402-3000|
|Main Fax||(404) 240-6584|
Aaron's, Inc. ContactsContacts (5/26)
|John T.||Chief Information Officer||GA|
Sample of Associated Brands
|Douglas L.||President, Sales & Lease Ownership||GA|
|John R.||Chief Executive Officer||GA|
|Steven M.||Chief Financial Officer & President, Strategic Operations||GA|
|Steve M.||Chief Financial Officer & President, Strategic Operations||GA|
|Aaron's Office Furniture||*|
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Digital, Hispanic Opps: Aaron's shifting from sports to product-specific marketing
Subject: digital, social media, TV, mobile, Hispanic, sponsorship
Company: Aaron’s (Winmo), the Atlanta-based lease-to-own retailer that primarily focuses on furniture and appliances.
Opportunity: During the Q4 earnings call, CFO and president of strategic operations Steven Michaels said that Aaron’s will shift focus from brand/awareness marketing. This means reallocating dollars from sports marketing in order to focus on more product and value proposition marketing. He also pointed out the company is looking to continue growing its omnichannel platform in 2016 and is running a “disciplined strategy” on smartphones.
Sellers should note that Aaron’s has enhanced its broadcast presence with digital and social marketing since 2014, so there should be plenty of dollars in these channels this year, as well. Hispanic sellers should definitely be reaching out to Aaron’s, as much of the company’s media spend is targeting Hispanic customers.
Media Spend: For 2014, Kantar Media reports that Aaron’s spent $29.02 million on measured media. Over 90% of this went to broadcast ads, while the remainder was mostly spent on radio, OOH and Hispanic media.
National TV Spend: Spot reports that Aaron’s spent $9.5 million on national TV ads in 2015 – down from $13.6 million in 2014. See charts for 2015 channel/show targeting.
Digital Breakdown: Per Moat, Aaron’s ran 102 display ads on 683 publishers last year (20% mobile). Top ad destinations included milescitystar.com, wendyshow.com, krqe.com and local15tv.com (55% placed site direct versus programmatic). Aaron’s also ran 16 high impact and 51 video ads in 2015.
For comparison, in 2014 26 display ads and one high impact ad were run on 313 publishers (2% mobile).
Sponsorships: Although Michaels stated the company would move away from sports marketing, the company recently signed a new multi-year deal with NASCAR driver Michael Waltrip.
Sustained Struggles: In Q4, foot traffic continued to drop for Aaron’s, falling 1.2% from Q4 2014. Additionally, same-store revenue fell 3.4% in Q4.
309 East Paces Ferry Road, NE
Atlanta, GA 30305
Vice President, Marketing
Direct Dial: (678) 402-3298
Director, Omnichannel Strategy